BA (Hons) Business and Management – Undergraduate, 1st Year:
Module: Managing People, Customers and Markets
Department: Leadership and Management / Level 4
Module Guide
1.2 Introduction to the Module
This module is designed to provide a fundamental understanding of organizations and the importance of effective management of people, customers and marketing. These areas will be explored with an emphasis on the understanding and use of appropriate theories to explain the ways in which business organizations respond to issues and problems.
The module will introduce the role of an organization, its size, structure, and culture. It will also consider the role of the manager and nature of managerial work and the effect on people within the organization. Notions of markets, and an appreciation of customers, will also be examined.
The module will provide a fundamental appreciation of managing people and marketing, and upon completion of ‘Business Planning & Decision Making‘ you will have a strong foundation in these essential business functions, thus supporting your progression to year 2 and potential further study.
The assessment for this module will consist of 2 distinct assignments, the first analyzing people management processes in the organization, and their links to theoretical concepts, and the second, provides the option to develop either a marketing campaign or plan to develop customer service within the organization.
1.3 Learning Outcomes
This module, like all modules at Anglia Ruskin, is taught on the basis of achieving intended learning outcomes. On successful completion of the module, the student will be expected to be able to demonstrate the following:
Knowledge and understanding
Intellectual, practical, effective and transferable skills
1. Demonstrate knowledge and understanding of the well- established principles of management and the way in which these principles have developed
2. Understand and appreciate the contribution of effective people, customer and marketing management to the success of business organizations.
3. Apply a range of theories on organizational design, structure and management to the everyday task of managing employees with specific reference to performance, motivation and team working within a work based context.
4. Analyse a new market and/or existing marketing plan using a range of marketing models to identify and satisfy the customer needs and wants.
The assessment is based on meeting these learning outcomes, shown explicitly in section 4, where the assessment task is linked to these learning outcomes.
2. Employability Skills in this Module
It is important that we help you develop employability skills throughout your course which will assist you in securing employment and supporting you in your future career. During your course you will acquire a wide range of key skills. In this module, you will develop those identified below:
Skill Skills acquired in this module
Communication (oral) X
Communication (written) X
Commercial Awareness X
Cultural sensitivity x
Customer focus X
Data Handling X
Decision making X
Enterprising X
Flexibility X
Initiative X
Interpersonal Skills X
Leadership/Management of others X
Networking x
Organisational adaptability X
Project Management X
Module Guide
Problem Solving and analytical skills X
Responsibility X
Team working X
Time Management x
Other
3. Outline Delivery and Reading Lists
3.1 Outline Delivery
The table below indicates how the module will be delivered. However, this schedule is indicative and may be subject to change.
Topic Topic Title
1 Introducing the Module and the Role of the Manager
2 The Marketing Concept and the Customer
3 The Theory of Organisational Management and Culture
4 Customer Service and Managing Information and Planning
5 Motivation and Managing Performance
6 Segmentation
7 The Manager as Leader, Manager and Coach
8 Products, Brands, Pricing, Promotions and Availability
9 Groups and Teams in the Workplace
10 Supply Chain Management and the Flow of Information
4. Assessment on this Module
The assessment for this module consists of two elements. Final submission dates for elements of assessment vary.
Element Type of assessment Word or time limit % of Total Mark Submission method Final Submission Date
010 Assignment 3000 50 Quick Guide to Submitting on Turnitin®UK GradeMark
Turnitin®UK Grademark 5th January 2015 by 2pm
011 Assignment 3000 50 Quick Guide to Submitting on Turnitin®UK GradeMark
Turnitin®UK Grademark 5th January 2015 by 2pm
Module Guide
All forms of assessment must be submitted by the published deadline which is detailed above. It is your responsibility to know when work is due to be submitted – ignorance of the deadline date will not be accepted as a reason for late or non-submission. Any late work will NOT be considered and a mark of zero will be awarded for the assessment task in question.
You are requested to keep a copy of your work (excluding exams).
Feedback
You are entitled to feedback on your performance for all your assessed work. For all assessment tasks which are not examinations, this is accomplished by a member of academic staff providing your mark and associated comments which will relate to the achievement of the module’s intended learning outcomes and the assessment criteria you were given for the task when it was first issued. This feedback will be available on-line via Turnitin/Grademark®
4.1 Assessment Information and Marking Criteria
4.1.1 Element 010 – Assignment
Assignment 010: How is performance managed in your workplace? (People) – (1)
For this assignment you are required to consider performance management within the context of your own organisation, the sector in which it operates and in relation to performance management theory.
Part A – Work Investigations
Drawing on the work you have undertaken in the weekly on-line discussions/activities, present a report on the following:
Module Guide
i. The experiences of performance management which you bring to the module
ii. The key issues which have emerged for you from your investigations of
performance management within your workplace/context
iii. A brief reflective commentary on one or more of the online discussions/ activities, covering an issue
which had particular significance to your workplace investigations
Part B – Sector Research
Drawing on the work you have undertaken in the weekly online discussions/activities and additional research, present a report on the following:
i. The sector in which your organisation operates and the main issues you feel this raises in terms of performance management
ii. Analysis of at least one case study of performance management for another organisation within the same sector, to compare and contrast with your organisation’s approach
iii. A brief reflective commentary on the ways in which your thinking about performance management has developed as a result of this research
Part C – Recommendations for measuring performance
Drawing on the research and investigations you have undertaken, consider the implications this has for your organisation and make some recommendations in respect of performance management which take account of the following:
• How do your recommendations relate to motivation theories
• What influence does the structure and culture of the organisation have on your recommendations for performance management
• What impact do group dynamics within the organisation and external influences have on your recommendations
Marking Criteria for Element 010 – Assignment
Mark Learning Outcome
1. Work Investigations 30 1,2,3
• • Evidence of engagement with online discussion
• • Appropriate structure to illustrate the points asked for
• Considered and reflective approach to reviewing outcomes of
online discussions/activities and investigations
2. Research and structure of the findings 30 1,2,3
• Clear evidence of undertaking sector research
• • Appropriate structure to illustrate the points asked for
• • Analytical approach to comparing sector case studies
3. Recommendations 40 1,2,3
• • Realistic set of recommendations, appropriate to the workplace
• • Relation to appropriate range of theories
• • Applied effectively to findings about the organisation and the sector
in which it operates
TOTAL MARKS: 100%
Module Guide
4.1.2 Element 011 – Assignment
Assignment 011: Twelve Month Marketing Plan (Marketing and Customers) – (2)
You are required for the assignment for this part of the module to produce a marketing plan, for the next twelve months, either for the division/branch/dept where you work or using a case study as agreed with your Module Tutor (referred to here as Organisation A).
The plan will be based on you undertaking the following actions:
1. 1 An analysis of the market for your division/branch/section or Organisation A.
2. 2 Identification of segments and an appropriate target market segment for the division/branch/section or Organisation A.
3. 3 An appropriate marketing objective for the next twelve months of operation
4. 4 A tactical plan using the marketing mix to the target segment identified. The plan should also outline how you will improve the customer service experience throughout the year.
Marking Criteria for Element 011 – Assignment/Presentation/In class Test/Etc.
Mark Learning Outcome
1. Marketing analysis
• Use of appropriate tools to analyse the market – PEST, SPICC, SWOT
• research into the market using secondary data sources (e.g.
Keynote, Mintel) Marketing Segment
• identification of total market size
• identification of an appropriate market segment (quantified)
• use of segmentation criteria 30 2,4
2. Marketing objective
• Objective should be SMART 10 4
3. Tactical plan using the marketing mix to include individual plans for the following:-
• Product
• Price
• Promotion
• Place
• People
• • Processes
• • Physical Evidence
• • Customer service 60 2,4
TOTAL MARKS: 100%
Module Guide
Turnitin®UK Grademark assignments
This assignment is submitted online via Turnitin® Grademark
4.2 Re-assessment Information
4.2.1 Re-assessment for Element 010 – Assignment
Assignment 1: How is performance managed in your workplace? (People) – (1)
For this assignment you are required to consider performance management within the context of your own organisation, the sector in which it operates and in relation to performance management theory.
Part A – Work Investigations
Drawing on the work you have undertaken in the weekly on-line discussions/activities, present a report on the following:
i. The experiences of performance management which you bring to the module
ii. The key issues which have emerged for you from your investigations of performance management within your workplace/context
iii. A brief reflective commentary on one or more of the online discussions/ activities, covering an issue which had particular significance to your workplace investigations
Part B – Sector Research
Drawing on the work you have undertaken in the weekly online discussions/activities and additional research, present a report on the following:
i. The sector in which your organisation operates and the main issues you feel this raises in terms of performance management
ii. Analysis of at least one case study of performance management for another organisation within the same sector, to compare and contrast with your organisation’s approach
iii. A brief reflective commentary on the ways in which your thinking about performance management has developed as a result of this research
Part C – Recommendations for measuring performance
Drawing on the research and investigations you have undertaken, consider the implications this has for your organisation and make some recommendations in respect of performance management which take account of the following:
• • How do your recommendations relate to motivation theories
• • What influence does the structure and culture of the organisation have on your recommendations for performance management
Module Guide
• What impact do group dynamics within the organisation and external influences have on your recommendations
Word count 3000 words in total
Criteria % mark
Work Investigations
• • Evidence of engagement with online discussion
• • Appropriate structure to illustrate the points asked for
• • Considered and reflective approach to reviewing outcomes of online discussions/activities and investigations 30
Research and structure of the findings
• • Clear evidence of undertaking sector research
• • Appropriate structure to illustrate the points asked for
• • Analytical approach to comparing sector case studies 30
Recommendations
• • Realistic set of recommendations, appropriate to the workplace
• • Relation to appropriate range of theories
• • Applied effectively to findings about the organisation and the sector in which it operates 40
4.2.2 Re-assessment for Element 011 – Assignment
Assignment 2: Twelve Month Marketing Plan (Marketing and Customers)
You are required for the assignment for this part of the module to produce a marketing plan, for the next twelve months, either for the division/branch/dept where you work or using a case study as agreed with your Module Tutor (referred to here as Organisation A).
The plan will be based on you undertaking the following actions:
1. 1.An analysis of the market for your division/branch/section or Organisation A.
2. 2. Identification of segments and an appropriate target market segment for the division/branch/section or Organisation A.
3. 3. An appropriate marketing objective for the next twelve months of operation
4. 4. A tactical plan using the marketing mix to the target segment identified. The plan should also outline how you will improve the customer service experience throughout the year.
Module Guide
Word count 3000 words in total
Marketing
Criteria % mark
Marketing analysis
• • Use of appropriate tools to analyse the market – PEST, SPICC, SWOT
• • research into the market using secondary data sources (e.g. Keynote, Mintel)
Marketing Segment
• • identification of total market size
• • identification of an appropriate market segment (quantified)
• • use of segmentation criteria 30
Marketing objective
• Objective should be SMART 10
Tactical plan using the marketing mix to include individual plans for the following:-
• • Product
• • Price
• • Promotion
• • Place
• • People
• • Processes
• • Physical Evidence
• • Customer service 60
Additional Information:
About my company:
http://www.nagel-group.com/en/uk___ireland/nagel_langdons.html
My job Title: Customer Services Assistant
The assignments should incl. contents and be consistent with the principles of the University Harvard Style of Referencing. Also, appendixes can be added
Topic Discussion- some evidence
Topic 1 Activity 1
Activity 1 – Optional
30 minutes
Reflect on a manager that you know (or on yourself as a manager if you are one). Try to explain what that manager does that distinguishes him/her from other roles in the organisation. Apply the definitions that we have just looked at in making your analysis.
Post your thoughts on the discussion board.
My answer:
I think the Taylors (1911) and as Hauczynski and Buchanan theories are adequate to the manager’s role at my workplace. This is the result of external factors, theirs influences and changes. Transport sector is addicted to the customer needs and expectations and therefore manager coordinate and takes control also for the resources being used. The manager seems plays an important role in the company, especially in decision-making as changes occur quiet frequently- Posted 03/06/15
Topic 1 Activity 2
Activity 2 – Optional
1 hour
Use the link below to view the Harvard Business Review video entitled The Biggest Mistake a Leader Can Make:
HarvardBusiness, 2010. Biggest Mistake a Leader Can Make.
Available at: http://www.youtube.com/watch?v=iiorMUkqqDY
In this video, a number of researchers and organisational development specialists are asked the question: what is the biggest mistake a leader can make?
Through watching the video:
– Identify the characteristics of a good leader
– Reflect upon the behaviours of someone you consider to be a good leader
– Post your views on what makes a good leader on the discussion forum.
My answer:
I have noticed that all Professors mentioned about one important fact: first of all, good leader should think about their employees first, their capability, needs and expectations. He should think about their staff strength and weakness as this could help to delegate tasks. These are necessary in order to achieve a target and company goal. Demonstrate leader power is out of the place. Following the principles of the company, in accordance with the company policies and procedures will help to avoid any misunderstanding. I have in mind the situation in which the employee is behaving inappropriate and when his behaviour has a negative impact on the environment and disturbs the work. Knowledge of the rules is fundamental. A leader must be able to anticipate situations, as well as to analyse what happened as this a key when making an decisions. Being patience, good listener, predictable, objective, honest and well motivate themselves and also the team but also be an assertive is indispensable in order to avoid unforeseen problems even that leader must quickly analyse the situation, step back if is requires. Furthermore, it is important to be certain of what we do, take responsibility and keep a work life balance- Edited 03/06/15
Amy 😉
Feedback by tutor:
Thank you, Amy.
You have combined the questions here to come up with a comprehensive response.
I think your point about being able to anticipate situations is a very good one indeed.
Regards
Topic 2 Activity 2
Compulsory Activity 2
1 hour
Relevant Learning Outcomes:
2. Understand and appreciate the contribution of effective people, customer and marketing management to the success of business organisations
This is a group activity for you to complete with your fellow students as a team effort. On your own, as an individual and a potential customer, brainstorm ideas for a new mobile phone. One of you needs to start us off by suggesting a good idea for a new handset and the features it could offer. The next person, as a mobile phone company representative, then should then reply to this customer why you think this is or is not a good idea, saying why this is the case. The next becomes a new customer and so on.
My answer:
Maybe the phone for an elderly population? Bearing in mind that the population is aging and longer life? 😉 The new handset should be clear and easy-to-use is that make a sense? :-)- Posted 09/06/15
Feedback:
Yes indeed, Amy.
So we have a handset for the elderly – however we might define this segment of the population.
Could someone take up the baton as a mobile phone rep and suggest some possible features or, conversely, maybe suggest that this is not a good idea?
Thanks
Hi Guys, – Posted 11/06/15
Here is a secondary research about elderly population in the UK:
http://www.independentlivingresource.org.uk/ilrop-definition-factsandfigures.html
http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=9217
http://www.marketingdonut.co.uk/marketing/sales/marketing-to-older-customers
It is looks like this project is possible to achieve and even can bring a good revenue?
Topic 3 Activity 1
Activity 1 – Optional
30 minutes
Relevant Learning Outcomes:
1. Demonstrate knowledge and understanding of the well-established principles of management and the way in which these principles have developed
3. Apply a range of theories on organisational design, structure and management to the everyday task of managing employees with specific reference to performance, motivation and a team working within a work based context.
Think about your organisation, or an organisation with which you are familiar. Do you think that the Human Relations or the Classical Theory describes your organisation most effectively? Justify your answer.
Post your thoughts on the discussion board.
My answer: – Posted 18/06/15
My company is closely linked to the Human Relations and Social Psychological School whether the people needs are the decisive factor in achieving organisational effectiveness.
As a logistic provision is closely linked and addicted to the customer needs and also to the new market trends. People develop company. Their needs is for us a potential product. This product we formulate in such as way and depends to ensure are meet theirs expectation. Therefore, changes occurs quite frequently. The Abraham Maslow ‘s theory is in a place, because it accurately describes human needs.
And, depending on what are their needs, we adapt our business. Customer needs are measured in a very simple way through regular meetings with them.
The feedback received from customers help us in analysing whether any additional changes or training are necessary. Thus, summarizing we are like one system, like a human body where the individual organs are dependent on each other.
Feedback:
Thanks Amy – you have included employees and customers in your account.
Are there any elements of classical theory at all evident in your workplace, do you think?
Regards
My answer: Posted 18/06/15
My company is closely linked to the Human Relations and Social Psychological School whether the people needs are the decisive factor in achieving organisational effectiveness.
As a logistic provision is closely linked and addicted to the customer needs and also to the new market trends. People develop company. Their needs is for us a potential product. This product we formulate in such as way and depends to ensure are meet theirs expectation. Therefore, changes occurs quite frequently. The Abraham Maslow ‘s theory is in a place, because it accurately describes human needs.
And, depending on what are their needs, we adapt our business. Customer needs are measured in a very simple way through regular meetings with them.
The feedback received from customers help us in analysing whether any additional changes or training are necessary. Thus, summarizing we are like one system, like a human body where the individual organs are dependent on each other.
Feedback from tutor:
Thanks Amy – you have included employees and customers in your account.
Are there any elements of classical theory at all evident in your workplace, do you think?
Regards
My answer:- Posted 22/06/15
Apologise for late reply; yes there are some elements of classical theory such as: structure of the organisation, authority levels and span of control. But it is not as extensive as for example in public organisations. Also, there are elements of Fayol theory: technical (IT Depart.), commercial, financial, security and accounting. Furthermore, the Faylo’s principles of management in order to coordinate and control. There is authority which is the general manager at our depots, also centralisation (general depot manager at each depot), scalar chain which is including the Transport Line Manager, and Dock Office Supervisor. There will be one more role, a Customer Service Supervisor which I think apply for this role, in the future.
Topic 3 Activity 2
Activity 2 – Compulsory
45 minutes
Relevant Learning Outcomes:
1. Demonstrate knowledge and understanding of the well-established principles of management and the way in which these principles have developed
3. Apply a range of theories on organisational design, structure and management to the everyday task of managing employees with specific reference to performance, motivation and team working within a work based context
One of the group needs to start this activity by saying……
“The culture of my organisation can best be described as …………… because……………..”
The next should then continue by replying….
“The difference between your organisation and mine is…………” . How many different types of culture can we include?
My answer:- Posted 22/06/15
The difference between your organisation and mine are the way how the employees are treated. Also, about mutual compatibility and coordination. Mintzberg (1991) wrote six important relationships encountered in organization which fit perfectly to the way how is the managing at my workplace. We also have a power culture to controlling, centralise, authorise and identifying the tasks responsibilities. This is very useful as clearly stated who is responsible for and therefore delegating tasks in a properly way and manner with takes place without a glitch.
Furthermore, Johnson and Scholes (2002) cultural web model and Schein’s three level factors also fits into our management style of dealing the complex relationship between the behaviours, believes and values. So the differences will be only of the way how we understand the complex relationship between these factors and how we operative with this. And this already depends on the management style.
Feedback:
Many thansk to you both for good anallysis, very helpful examples and a good application of theory to your thinking.
Regards
Topic 4 Activity 1
Optional Activity 1
30 minutes
Relevant Learning Outcomes:
2. Understand and appreciate the contribution of effective people, customer and marketing management to the success of business organisations.
4. Analyse a new market and/or existing marketing plan using a range of marketing models to identify and satisfy the customer needs and wants.
Think about the place where you usually do your regular food shopping. Using the five categories that have been provided above say why you go there rather than anywhere else.
Post your thoughts in the discussion board.
My answer:- Posted: 22/06/15
The place I usually do regular food shopping are Morrison’s. There is a reasons why I choose theirs services:
Product- good quality and very tasty, especially the local bakery. As example they bake bread every morning and afternoon. There are few breads that the baker bake them themselves so I know these breads are hot and fresh and definitely not coming from other places, has not been frozen, added any enhancers etc.
Price- is a bit expensive compared to the other stories e.g. Tesco but as said you pay more but you know because is good quality, fresh and tasty.
Place- there is important aspect as this store is close my home. Thus I can cycle to them any time without worried for any traffic. It takes me 10 min to be there.
Promotion- I believe they have got a good marketing campaign (TV’s, radios, internet eg: online services free local delivery etc) but I am not depend on marketing tricks. I always check the product on myself testing whether it is worth to spend this money: whether is healthy and tasty.
Efficiency- flexible opening time during the week and weekend, online service including flexible delivery time and also some free of charge
Politeness- the customer services are good, always politely and offering an assistance if necessary. The staff ages: 50+ (more percentages especially inYorkshire area) which this helps the older customer bearing the mind the aging society.
Respect- the staff fully respects the customer needs and expectations. In order to improve service, they provide online customer satisfaction survey:http://www.readsurvey.com/www-talktomorrisons-co-uk-talk-to-morrisons-customer-survey.html [Accesses 22nd June 2015, time: 16:47]
Feedback:
Thanks Amy
Would you say that the two elements of Honesty and Follow-through are importnat to you, too?
Best wishes
My answer:
Oh yes, definitely follow- trough paying as much as it is worth. But sometimes we can be disappointed thus I take it into account. That is why I always check the product first. As I am a customer service assistant, I always looking professional and honestly service. I fully understand how this is important for customer and also for the company to keep the business for the longer live, build a strong and good relationship are the key to grow the business
Topic 4 Activity 2
Compulsory Activity 2
90 minutes
Relevant Learning Outcomes:
2. Understand and appreciate the contribution of effective people, customer and marketing management to the success of business organisations.
4. Analyse a new market and/or existing marketing plan using a range of marketing models to identify and satisfy the customer needs and wants.
Choose one of the video examples, and apply one of the models provided, to explore the nature of the customer service displayed and why you believe the problems have occurred. Try to use different choices from the contribution before yours.
ikeapoor, 2009. IKEA Poor Furniture and Poor Customer Service
Available at: http://www.youtube.com/watch?v=xSpkFz512-U
hellotod, 2006. Cancel AOL.
Available at: http://www.youtube.com/watch?v=xmpDSBAh6RY
Record your findings on the discussion boards.
My answer: none
Topic 5 Activity 1
Activity 1 – Compulsory
1 hour
Relevant Learning Outcomes:
1. Demonstrate knowledge and understanding of the well-established principles of management and the way in which these principles have developed
3. Apply a range of theories on organisational design, structure and management to the everyday task of managing employees with specific reference to performance, motivation and team working within a work based context
Let us start this topic by thinking about our own motivation. Assess your own motivation as a manager or leader. Completing this activity will give you some areas to address, and will help you to think through the different theories of motivation as we work through them.
Use the following link to an online self assessment questionnaire to complete and interpret: MindTools, Leadership Motivation Assessment[online] Available at: http://www.mindtools.com/pages/article/newLDR_01.htm
Reflect upon the results of the self-assessment questionnaire. Did the results fit in with your expectations? What didn’t? Why was this? What should/can be done about it?
Also visit the discussion board to discuss the topic.
My answer;- Posted 27/06/15
Hello everybody,
My score 52: This implies some uncertainty over your motivation to lead.
There is no specific definition of motivation as has many meanings thus really we cannot create a recipe for being a good leader and strong motivator.
I think everything is depending on our personalities, the way in which we deal with the situation, how we adopt, communicate and deliver the information, whether we are credible and trustworthy.
Some of us are stronger motivated to work than others. Real opportunities are often hidden, thus quiet often we are not aware about our abilities.
M. Kabaj defines that it is a tangle of interrelated factors that stimulate us to act. Where in the meantime A. Kozdroj defines it is something inside of us, depending on the external factors.
However, sharing the view of the fact that the motivation refers to human mental survive. When we are experiencing strong tension and anxiety, we lose ability to solve problems automatically.
This is be triggered by our defense mechanism. I therefore think that the average motivation is beneficial to solving difficult and complex issues [John William Atkinson, David Birch-An Introduction to Motivation].
So, going back to the test result bearing in mind my 15 years work experience, I absolutely agree and understand why this time has obtained only 52 score.
I completely lost motivation two years ago and it is long and complex process of returning.
Summarise, keep in mind that each of us has a different personality and to be able to motivate others we should first find their needs and expectations, the important and the less important.
Feedback received:
Hi Amy As you say both motivation and leadership are difficult terms to define easily.
The good thing about your contribution is that you are aware of this as well as the variety of components that may may make up an individual’s personal motivation to lead.
There are personality traits involved no doubt as well as the ability to respond to situations and circumstances.
O am glad that you have understood what happened to you couple of years ago and that you are obviously making conscious efforts to get back on the track you really want to be on.
Regards
Topic 5 Activity 2
Activity 2 – Compulsory
1 hour
Relevant Learning Outcome:
3. Apply a range of theories on organisational design, structure and management to the everyday task of managing employees with specific reference to performance, motivation and team working within a work based context.
Think about a target you have been set at work. Write it out here using the SMART framework.
Post your thoughts on the discussion board.
Could you economise further and start your objective with:-
” By xx/xx/xxx I will ……”
My answer: none
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